• by Tanya Gazdik , Yesterday

Former Hyundai CMO Angela Zepeda, who left the automotive sector for the top marketing position at X, has resurfaced at electric vehicle manufacturer Lucid Group.

Zepeda joins Lucid Group as vice president, global marketing.

“After a period leading marketing in the technology sector, I am excited to return to the automotive industry and to a company defined by product excellence, technical ambition, and a clear focus on the customer,” Zepeda wrote in a LinkedIn post Friday. “I look forward to jumping in to support Lucid's efforts to deepen customer engagement, build brand awareness, and drive commercial momentum.”

Lucid Group announced Zepeda’s appointment along with two others. Shawn Mirabal joins as president of North America Commercial and Mike Molino as vice president of finance.

Zepeda joins Lucid with more than 25 years of experience leading global brands through transformation.

She most recently served as global head of marketing at xAI after five years as CMO at Hyundai Motor America, where she led a 300-plus person global marketing organization and managed a $780 million annual marketing investment, according to her LinkedIn profile. 

Her experience “refining operating models, strengthening cross-functional alignment, and integrating marketing with product, sales, and communications to better align the end-to-end customer journey will support Lucid's efforts to strengthen customer engagement, brand awareness, and commercial momentum,” according to the automaker. 

Zepeda joined Hyundai as chief marketing officer in 2019 after leading the automaker’s advertising account at Innocean USA for three years.

She lost some of her duties to Hyundai’s current CMO, Sean Gilpin, during a realigning of positions announced in July 2024. She was at X for 18 months. 

Mirabal and Zepeda report to Billy Hayes, chief customer officer, who joined the company last month with enterprise accountability for customer experience, including sales, service and marketing, as well as regional P&L responsibility for the U.S., Middle East and Europe. 

Akerho “AK” Oghoghomeh, who was senior vice president, head of marketing for 16 months, is leaving the company.

Oghoghomeh, who previously was with Beyond Meat, Red Bull and Amazon, was behind hiring Timothée Chalamet as the automaker’s first global brand ambassador.